Customer journey consulting for categories that won’t sit still.
AI layered a new, harder-to-see set of influences on top of the journey you already know. The path between discovery, consideration, and purchase no longer runs in a straight line. Touchpoint 360° helps brands understand what’s actually shaping decisions now, combining Organic Intelligence, concise quant, and immersive qual research in one integrated study.
The journey changed. Most frameworks didn’t.
People still see your ads, visit your site, and open your emails. Now they also discover brands through creators, communities, Reddit threads, algorithmic feeds, and recommendations that happen long before purchase.
Those moments shape preference earlier than most brands realize, and they’re easy to miss if you’re still reading the journey the old way.
Most brands are still measuring the journey in ways that miss how decisions actually happen now. The result is a confident read that’s slowly drifting out of date.
Touchpoint 360° is customer journey consulting built for how people actually decide today.
It combines Organic Intelligence, concise quant, and immersive qual research to map the modern customer journey from multiple angles at once.
The goal isn’t more information. It’s a clearer read on what’s shaping decisions, where friction is building, and what leadership should do next.
AI helps us scan wide. Experienced researchers decide what matters.
No single lens sees the whole journey.
Three customer journey research lenses, run together in one design. Each answers a question the others can’t, and the end result is a fully integrated view of the new landscape.
Organic Intelligence
We read what’s already being said about your category across social, news, forums, reviews, and your own data, to find where discovery and influence are forming in the journey. It points the rest of the study at what matters.
Quant
Survey measurement scopes the journey across the market and shows which moments carry the most weight, so budget follows the evidence.
Qual
In-context, in-the-moment research that surfaces the reasoning and the workarounds a questionnaire never reaches.
Decisions, not deliverables.
Tools built around the questions your leadership is already asking.
Where are we losing people?
A modern customer journey map that shows the friction and the moments that quietly decide whether someone buys.
What’s changing in our category?
The emerging shifts, the competitive whitespace, and how AI is reshaping discovery before it shows up in your numbers.
Where should we invest?
Clear priorities across message, experience, retail, content, and creator strategy, sequenced so you can defend them to finance.
A major US beauty retailer mapped how shoppers choose today. The work shipped a new e-commerce platform built to rival TikTok Shop.
Today’s shopper isn’t following the funnel. The retailer needed to understand what drives them to explore, purchase, or walk away in a beauty category fragmented by AI, new competitors, and shifting touchpoints, and where the real growth was hiding.
Organic Intelligence mapped the disruptors and the whitespace. Digital diaries and in-depth interviews surfaced unmet needs and decision drivers. In-store shopalongs exposed friction and delight. National quant sized it all.
The work shaped the launch of a new e-commerce platform built to rival TikTok Shop, came back as an interactive kiosk at the retailer’s Consumer Activation Day, and still drives enterprise decisions today.
Touchpoint 360° and the Front Row
Some questions need data. Some need your leadership team in the room with a real customer. The Front Row is our customer closeness program, produced end to end: shop-alongs, ethnography, in-home interviews, and live sessions that put executives face to face with the people they’re trying to win.
Touchpoint 360° maps the journey at scale. The Front Row gets your team close enough to feel it. The fastest way to kill a bad assumption is to watch a real customer prove it wrong.
What teams ask before they start.
What is customer journey consulting?
Customer journey consulting turns journey research into commercial action. It identifies where to compete, how to show up at each stage, which touchpoints actually move buyers, and where to invest next. Basis delivers customer journey consulting through Touchpoint 360°, built for US consumer brands facing category disruption, shifting behavior, and changing discovery patterns.
What is customer journey research?
Customer journey research maps how customers actually discover, evaluate, and choose, across visible and easy-to-miss touchpoints. It finds the moments that shape behavior, build or break trust, and drive conversion, then turns that into commercial decisions. At Basis, we deliver it through Touchpoint 360°, an integrated approach combining Organic Intelligence, quantitative surveys, and immersive qualitative research.
What is customer journey mapping?
Customer journey mapping visualizes how customers move through discovery, evaluation, and purchase, the touchpoints they hit, and the moments that decide whether they buy. A good map points to commercial action: where to invest, where to fix friction, and which touchpoints are quietly doing the heaviest lifting. Basis offers customer journey mapping consulting services for US brands, building calibrated maps as part of every Touchpoint 360° study and sizing each one to the decision the leadership team is trying to make.
Does Touchpoint 360° cover the path to purchase?
Yes. Touchpoint 360° covers the path to purchase and maps the wider set of visible and easy-to-miss touchpoints that shape choice across discovery, evaluation, and decision. Path-to-purchase research focuses on the steps leading to a buy, while Touchpoint 360° takes the broader view, and we run focused path-to-purchase studies too. Touchpoint 360° is the right fit when AI, social, and creator influence are reshaping how people decide in your category.
How long does a Touchpoint 360° study take?
A typical Touchpoint 360° study runs eight to twelve weeks from kickoff to debrief, depending on category complexity, the number of audience segments, and the scope of qualitative work. We can move faster on tighter questions, and slower when the category needs deeper immersion. Every project is scoped against the commercial decision the work has to support.
Who is Touchpoint 360° for?
Touchpoint 360° is built for insight, strategy, brand, CX, and shopper leaders at US consumer brands facing category disruption, shifting behavior, or changing discovery patterns. It’s especially useful when AI, creators, or private communities are reshaping how people buy, and when your current research is no longer translating into clear commercial moves.
What if I can tell my category is shifting but can’t see the whole picture yet?
That’s a core reason teams bring in Touchpoint 360°. When you have scattered signals and a few hypotheses about where your category is heading but nothing has come together into a coherent read, it connects the fragmented evidence across Organic Intelligence, quantitative surveys, and qualitative research into one view. You get a clear picture of how the landscape is actually shifting, which moments are driving it, and what to do next.
How is this different from the journey research we already do?
Most journey research maps the path you can already see, what people remember, what shows up in clickstream, what surveys can ask. Touchpoint 360° starts from a different premise: the moments that decide a purchase are increasingly scattered. We combine AI signals, in-the-moment qualitative immersion, and quant validation into one integrated study so the map includes the parts your existing research can’t reach. We design every study around the decision it has to support.
How do you make sure it doesn’t sit on a shelf?
Every Touchpoint 360° study starts with the decision the work has to support. We scope around the question your leadership team needs answered, then design the research to produce a clear recommendation. The output names where to invest, where you’re losing people, and what’s changing in your category. Sequenced priorities, defendable in front of finance. The work translates into a decision because we design it that way from kickoff.
What sectors does Basis work in?
Basis works across retail, beauty, CPG, food and beverage, financial services, gaming, entertainment, and consumer technology. Every Touchpoint 360° study is calibrated to the specific category, the way people buy in it now, and the decision the leadership team is trying to make. We design the research around the question.
See your category the way your customers actually experience it.
Tell us the decision you’re facing. We’ll show you what a Touchpoint 360° study would uncover.
